Endeavour Group nabs Qantas’ Catriona Larritt to lead streamlined customer and marketing unit
Endeavour Group has poached Qantas chief customer and digital officer Catriona Larritt to lead a newly consolidated customer and marketing remit.
Larritt will take on the role of Endeavour Group chief customer officer, overseeing marketing insights, digital, e-commerce, data and AI, and the group’s loyalty programs. She will officially step into the role on 27 January 2026, following reports that she would leave Qantas by the end of December.
Larritt’s appointment comes amid significant changes to the ASX-listed owner of Dan Murphy’s and BWS’ marketing functions over the past 12 months. The changes began with the departure of chief marketing officer Jo Rose last November, followed by Josie Brown, former GM of Marketing for BWS, stepping in as interim CMO in February.
Another restructure in September led to the departure of GM of marketing and creative Katie Dally. Mumbrella understands Brown will remain in her interim position until Larritt joins, although Endeavour Group has not confirmed the new reporting structure or whether Brown will report directly to Larritt.
In a statement to the ASX, Endeavour Group said of Larritt: “Catriona has deep experience in multi-brand businesses, focusing on actionable consumer insights and unique brand positioning.”
The marketing restructure comes amid a wider “strategy refresh” within Endeavour Group ahead of new CEO Jayne Hrdlicka joining in January 2026.
Interim CEO Kate Beattie told ASX shareholders that the “refresh is progressing well and is reinforcing our confidence in the underlying strength of the business and our brands”.
“We are excited about the opportunities ahead, and to drive the execution of the strategy in the new year we are pleased to welcome these experienced executive leaders to the Endeavour Group team,” she added.
Larritt took over as Qantas CCO from Markus Svensson in September 2023, having previously been the executive manager of Qantas Freight.
She oversaw Qantas’ customer experience, brand, marketing, and technology functions, including cybersecurity, which made headlines after the recent Qantas hack.
Following her departure, Qantas’ marketing and branding remit will now fall under corporate affairs chief Danielle Keighery, according to an internal memo reported by Reuters
Meanwhile, joining Larritt in Endeavour Group’s new-look division will be Brendan Sweeney, who takes over from Claire Smith as Endeavour Group’s chief digital and data officer.
Sweeney was most recently the managing director of now-shuttered online marketplace Catch and has previously held senior digital and e-commerce roles at CottonOn and Coles.
